Project IV
Subscription Series System
Exercise 1: Brand Template
To start off project 4, we created brand templates to help us envision what our spreads might look like. For this exercise, we were given template in Figma to help us get started.
For the domain area, I decided to choose the New York MTA. I had an interest in creating a brand template for the MTA because having grown up using the MTA my entire life, I have an in-depth familiarity with the brand itself.
I conducted some research into the branding and created 3 brand directions. Some of the key elements I took note of was content, typography choices, color palette, graphic elements to supplement your text, and examples that inspired me.
Some of the comments I received when reviewing my brand directions was that the branding for the MTA in NYC tended to lean more ‘simple’ or ‘functional’ in appearance.
Some of the references I found when making the brand directions came from reference photos of MTA signage, as well as this manual on the graphic standards that the organization adheres to.
Of the 3 brand directions, I decided to go with direction number 1.
Exercise 2: First Draft Template
For the next exercise, we held a critique session for the first draft of our spreads.
In our previous class session, we reviewed each others brand templates to help us decide on how we might want to proceed in terms of direction. And recalling the previous comments I received, I made my first draft of my spreads.
For the content, I chose to use this article.
Some comments:
- “columns for better spacing, give columns so imagery doesn’t touch text”
- “use more iconography in spreads”
- “more graphics based? reduce text content?”
An interesting idea that was discussed was perhaps using the sign design as a way to present quotes.
Exercise 3: Iteration & Refinement
In my latest iteration, I decided to incorporate the concept of using sign designs for quotes and section titles. This added a visually appealing element to the layout but also helped guide the reader by providing a clear and structured “navigation system”.
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I also experimented with integrating the train line icon design into my spreads. Drawing inspiration from the color palette of the existing train lines, I wanted to create a cohesive and unified look that best reflected the branding of the MTA.
However, feedback on this iteration highlighted some areas for improvement. One of the key concerns was that the content on my spreads appeared too ‘static’, lacking the dynamic and engaging qualities. Additionally, there were concerns that the signs I used took up a significant amount of space on the page.
Exercise 4: More Iteration & Refinement
For this iteration, I chose to lean more into the icons used for the train line and experiment with using them in the cover page.
I made a couple of iterations that used the icon within the title of my spreads. However, I found that spelling out words with the icons was a bit clunky and didn’t look right.
So, I looked into using another graphical element, which was the train lines themselves. I chose to go simple and have the title written out in text, without the icons.
Feedback on the new design was positive. It addressed the earlier comments of being too ‘static’ and more closely reflected the functional simplicity of the MTA brand.
Moving into the rest of the spread, the use of the train lines presented the opportunity to connect the rest of the pages. This was the graphic, dynamic element I was trying to achieve.
We also printed our spreads and held a critique session. Some of the feedback that I got about my new spreads was to consider now laying the content in columns and giving the train line elements some space. Another comment was that I should make sure to retain how the text follows the shape of the train lines.
During critique, there was also discussion on maybe returning the signs back into the spreads. But instead of using them as containers for quotes in the text, I would use them as sections titles.
And moving into the final design of the spreads, I added in imagery throughout the pages, as they related to the content.
Exercise 5: Digitize Your Spreads
Moving into the digital portion of project 4, we transformed our spread designs so that they were in a desktop / mobile format.
For my spreads, my graphics and organizational were in a horizontal format. But when viewing content on a device, content is organized vertically. So, I rotated my graphics so that it was oriented vertically and added back in the content.
Reflection
Project 4 was a really in-depth project recalling much of what we learned previously. With our first explorations through brand templates and subsequent sketching of compositions, I was able to practice through designing / composing typography, imagery, and color.
I realized that sketching out the compositions and starting type studies was particularly beneficial as it helped me visualize how the spreads or cover page might look. It also allowed me to experiment with different layouts and typography, enabling me to quickly iterate throughout the project.
And through the first couple of drafts of the spreads, I learned more about composition of text / content. Text need to be organized or formatted in a way that is easily readable. So if I ever find myself formatting text again, I aim to create spreads that are not only visually appealing but also highly functional, with a clear flow of content and impactful typography.
It was also great that we had an iteration where we digitized our spreads. Moving from print into spreads, there were a number of very different factors to consider when making that transformation. Not only do you need to curate the content differently for digital versus print experiences, but you also need to consider completely different formats in which each medium is consumed. And also, one format may be able to achieve certain things that the other may not be able to.
